Richard Lee McNair was a convicted murderer. He’d just broken out of federal prison and was on the run. Police were everywhere, and he needed to get out of sight fast. He ran for a few hours, until he was stopped by Officer Carl Bordelon.
For most prisoners email database , this is where the story would end, but McNair wasn’t your average prisoner. McNair understood expectations and the role they play in selling.

He knew Officer Bordelon would have questions; but, more importantly, he understood the expectations behind the questions. He used those expectations so well that Officer Bordelon let McNair go within 10 minutes.

You and McNair have something in common.

Customers need you to manage their expectations. These expectations determine whether they’re satisfied with you (or not).

Satisfaction has a huge impact on your conversion rate and average order values. The more satisfied your customers are, the more they’ll buy. Yet, most of us are clueless when it comes to customer expectations.
Customers Have Fuzzy, Implicit, and Unrealistic Expectations

Customers come to you with expectations floating around inside their heads. The trouble is they don’t usually tell you about these expectations. They just assume you already know.

And, it gets even worse.

They hold you responsible for these expectations. That’s right. They expect you to already know how to keep them satisfied, and they’re unhappy when you don’t. Here’s the problem: a lot of businesses don’t know much about their customers’ expectations, which means their customers are chronically unhappy.

An important study defined the differences among these customer expectations:
1. The Fuzzy Expectation

Your customers expect a change but they have no idea what that change looks like. They’ll know it when you find it, buuut they can’t seem to tell you how to get there or what they expect.

Let’s say your customers have a fuzzy expectation they don’t bring up, and you don’t find it. They’re likely to feel (and believe) that your product or service was a letdown or unsatisfactory.

You know what happens next.

When you ignore their fuzzy expectations (because you didn’t know), your customers stop buying. Your average order values plummet. Customers switch providers, and then bounce around until they find someone that meets their unspoken expectations ceo email list . Example: A Fuzzy Expectation Most businesses go through some kind of logo or brand design process. And, almost inevitably that process starts with fuzziness. The startup or retailer wants to choose the right logo for their business. But, almost as often, they have no idea where to start.